Newspapers seek solutions to conquer Gen Z readers

Opening the discussion, Mr. Phung Cong Suong, Editor-in-Chief of Tien Phong newspaper, said: Gen Z is the generation born from 1996 to 2012, growing up in a digital technology environment, where the internet and smart devices are strongly developed, and many social networking platforms have been born. This is a group of people who tend to consume news quickly, love creative and entertaining content, and spend a lot of time on platforms such as TikTok, Instagram Reels, Facebook Reels, and YouTube Shorts.

According to Mr. Phung Cong Suong, Gen Z is gradually becoming the dominant force, accounting for 32% of the population. It is predicted that by 2032, this will be the largest demographic group that companies and organizations, including the press, need to target. “In reality, it is not that young people do not read newspapers, it is just that they have a different and diverse way of 'loading' news, creating challenges for all press agencies. The question is how to attract and retain them in the long term,” he commented.

At the forum, Mr. Ngo Viet Anh, Director of the Center for Development of Nhan Dan Newspaper Media, said that to effectively reach Gen Z, the press needs to promote the power of technology and creative thinking. The application of digital platforms is becoming an inevitable trend, demonstrated through the presence of the press on social media channels such as Zalo, Facebook, TikTok. The national press awards system has also added a category specifically for digital journalism.

According to him, to develop digital journalism sustainably, press agencies not only need to invest in technology, but also need to constantly innovate content and presentation. Creativity is considered a vital factor in the effort to conquer young readers.

Speakers discuss at the discussion session “Conquering Gen Z readers: Decoding the formula for success”. (Photo: Organizing Committee)

From the perspective of military journalism, Colonel Nguyen Hong Hai, Deputy Editor-in-Chief of the People's Army Newspaper, emphasized the importance of developing media products suitable for the psychological and behavioral characteristics of Gen Z, even in the military environment.

Colonel Nguyen Hong Hai emphasized that the press must change dramatically in both content and presentation, otherwise it will lose this group of young, dynamic and tech-savvy readers. Journalists need to identify Gen Z as not only the target audience, but also companions and partners of the newspaper in the digital age.

In the field of television, Ms. Bui Thu Thuy, Deputy Head of the Department of Culture and Entertainment (VTV3), Vietnam Television said: Although it is recognized that Gen Z likes to watch short content, long programs with quality content are still attractive enough for young audiences. Citing the example of the program Road to Olympia, Ms. Thuy said that the decisive factor is serious investment in content and event organization.

“After many personnel changes and successes, we realized that we need to trust and give opportunities to young reporters and editors, especially Gen Z, so that they have the opportunity to express and assert themselves,” said Ms. Bui Thu Thuy.

From the perspective of journalism training, Dr. Ngo Bich Ngoc, Head of Multimedia Communications Department, Swinburne University Vietnam, commented: In the context of strong digital media development, newsrooms need to shape their brands based on core values such as national spirit, authenticity and unique identity. These are the factors that easily create sympathy and build trust with Gen Z - the generation that tends to trust and is willing to consume press products when they feel attached to the values of the newsroom. Accordingly, building a methodical reader portrait, along with a clear communication strategy, is considered a necessary direction to effectively approach this group of young readers.

She also proposed some specific directions such as prioritizing the production of short videos that meet the criteria of being fast, concise and touching the viewers' emotions. At the same time, press agencies need to focus on training journalism and communication teams in a Gen Z-friendly direction, through the integration of digital skills such as short video editing, writing attractive headlines, storytelling with data, designing multi-platform content and applying AI technology in the content production process.

Báo chí tìm lời giải để chinh phục độc giả Gen Z

Journalism students ask questions to speakers at the discussion session. (Photo: Organizing Committee)

The discussion session recorded the direct participation of many young people of the Gen Z generation, sharing their information receiving habits and expectations for the press in the context of digital media. The open dialogue atmosphere contributed to bringing many new perspectives, opening up directions in the effort to attract and accompany the young generation of readers - the force that is contributing to shaping the future of journalism.

Source: https://thoidai.com.vn/bao-chi-tim-loi-giai-de-chinh-phuc-doc-gia-gen-z-214332.html